Vodafone, the world's biggest mobile phone group by revenue, has signed a 15-country deal with Sony Music Entertainment.
The agreement with the Japanese group allows customers to download music ringtones and watch video clips on Vodafone live! multimedia phones.
By giving customers access to artists such as Anastacia, AC/DC, pop star Jessica Simpson and rap-rock outfit Incubus, Vodafone hopes to attract new customers to its third-generation phones which are being rolled out.
Financial details were not revealed but the agreement demonstrates the intensity of the competition in the sector as the telecoms giants fight to establish new revenue streams.
Data sourced from: Reuters; additional content by WARC staff